# #115 The Measurement Mistakes Costing Brands Millions | Cormac Jonas

Page: https://stenobird.com/podcast/always-be-testing-6553652/115-the-measurement-mistakes-costing-brands-millions-cormac-jonas
Text version: https://stenobird.com/podcast/always-be-testing-6553652/115-the-measurement-mistakes-costing-brands-millions-cormac-jonas.md
Podcast: [Always Be Testing](https://stenobird.com/podcast/always-be-testing-6553652)
Published: 2026-02-10T16:41:09+00:00
Episode link: https://share.transistor.fm/s/59f7bfc7
Audio file: https://media.transistor.fm/59f7bfc7/22cfffbb.mp3
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JSON: https://stenobird.com/v1/public/podcasts/always-be-testing-6553652/episodes/115-the-measurement-mistakes-costing-brands-millions-cormac-jonas
Duration seconds: 2239

## Resource

In this episode of Always Be Testing , host Tye DeGrange is joined by Cormac Jonas, CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed measurement. The conversation unpacks how misattribution, last-click bias, and platform incentives distort ROI, using the recent Honey browser extension controversy as a real-world example of how value gets misassigned across channels. They explore why TikTok and YouTube reshaped high-intent demand, how AI, CTV, and programmatic traffic are inflating “performance” metrics, and why owning an audience now matters more than owning traffic. This episode is a candid look at where affiliate and performance marketing are heading — and what brands need to fix before scaling spend.

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## Transcript

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